cone health
Shifting perceptions: From community hospital to the forefront of care.
With competitors moving in and healthcare becoming increasingly commoditized, Cone Health faced pressure on all sides. Our “w/you” campaign shifts focus to what’s core to their brand DNA and what lies ahead: comprehensive, cutting edge care that delivers true value to the Triad community and beyond.
- Strategy
- Creative
- Media
overall brand awareness
unaided recall of Cone Health
advertising
Cone Health brand preference
Challenge
Where Cone Health was once the de facto hospital system in the region, competitors — particularly academic hospitals — have encroached. As these medical systems have pushed into Cone Health’s territory, they’ve touted their university affiliations and institutional expertise. To stand out in this newly crowded landscape, Cone Health needed to do more than prove excellence on par with the competition. It was also necessary to remind our community of our true focus on proactive health management, including groundbreaking research that helps keep patients healthier and out of the hospital in the first place. It was time to prove that, to us, patient outcomes are everything.
Solution
Our plan: shift the healthcare conversation towards well-being and community health, highlighting our unwavering commitment to preventative care, whole-person wellness, and equitable access. Our strategy: demonstrate Cone Health’s commitment to every patient at every phase of life. Our promise: w/you.
The w/you campaign embodies all that Cone Health stands for and aims to deliver. Creatively, we shaped a series of executions that use real providers, real stories and authentic locations. A connected media plan delivered our message across broadcast, OTT/CTV, digital display, search, paid social, radio, OOH and print.
Results
Our community insight and authentic portrayals hit home, forging a deeper emotional connection with key audiences. We didn’t just improve brand recall and preference; we met people exactly where they are on their healthcare journey, significantly boosting crucial brand metrics while reinforcing Cone Health’s core mission and values.
